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Lee’s approach to membership is also informed by this changing nature of exclusivity. The platform has always been invite-only for sellers, and, earlier this year, it edged into member-only territory for buyers also. “You’ll see this this week: we want a lot of people to come, but also it’s the right people who are there with intent to purchase, because that’s how our sellers benefit.” It’s how Basic.Space benefits, too. Membership is free, but Basic.Space has made it exclusive. The IRL events are technically invite-only. “We don’t sell tickets, it’s not open to the public — but we still promote it on Instagram,” Lee says. If someone wants to come, but isn’t yet a member, they need to register to be part of the Basic.Space community (those on the waitlist are then subject to the team’s approval).Fire Kevin Patullo Shirt
It’s a happy medium, Lee says, in that it shifts the experience just far enough away from the old model, without straying away from exclusivity. “You go to a fair or a design showroom or an art gallery and you have to talk to all these people, and there’s gatekeeping happening,” he says. “We want to be able to dismantle that a little bit, but keep the scarcity and the exclusive experiences that get people interested in art and design to begin with.” Los Angeles was a proof of concept, the founder says. Lee recalls attendees including Kendall Jenner and her friends coming back for multiple days. “It wasn’t a press thing, she [Jenner] didn’t have to show up with a bodyguard, because everybody that’s there shopping are friends of hers,” he says. Of course, not everyone shopping Basic.Space is actually a Jenner acquaintance — but it’s a group unlikely to go up and ask for a photo. “We were able to create this experiential but also intimate, casual shopping thing.”
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